Channel 4 has appointed Pitch PR, the UK’s leading sports PR agency, to handle two separate accounts following a competitive pitch process at the start of the year.

Work begins immediately and will see the agency working alongside Channel 4’s in-house Press and Publicity team and undertaking two separate PR campaigns to promote Channel 4’s Formula 1® and 2016 Paralympics programming.

Pitch previously worked on Channel 4’s award-winning PR campaign around the London 2012 Paralympics, and has been hired once again to help the broadcaster promote their 2016 Paralympics coverage. The agency is tasked with raising awareness and driving viewers to Channel 4’s live coverage from Rio in September, which will be a major part of the broadcaster’s Year of Disability.

Pitch has also been appointed to help promote the first year of Channel 4’s Formula 1® programming. The channel will broadcast 10 live races per season, all of which will be ad-free, as well as highlights of all 21 races. Pitch has been tasked with helping launch Channel 4’s 2016 coverage and promoting the broadcast of their live and highlight coverage throughout the season.

James MacLeod, Head of Press and Publicity at Channel 4, said: ‘Pitch demonstrated a huge amount of creativity and passion in tackling these two very different briefs as well as an understanding of Channel 4’s values. It’s great to have them on board for such a big year of sport on Channel 4.’

Louisa Fyans, Client Services Director at Pitch, commented: ‘We are delighted to be working with Channel 4 on two great campaigns during what is set to be a big sporting year for the broadcaster. In 2012 they approached the Paralympics in a truly innovative way, from LEXI to the ground breaking ‘Meet the Superhumans’ marketing campaign, and we have no doubt they will do the same again.’